The Hindu Business Line : Rasna rejuvenates ad campaign with young mothers

While reworking its promotional campaign to include `young mothers' in the ad communication, the SDC leader is all set to launch products in regional flavours.

Announcing company's plans, Mr Rajesh Mehta, Assistant General Manager (Marketing), said Rasna had roped in actress Karishma Kapoor as a brand ambassador to suit its new ad strategy, which focussed on young mothers. "All these years, kids were playing a major role in our ads. Now, we have decided to include young women in our ad communication," Mr Mehta said.

To boost summer sales, the Rs 225-crore company has launched `Sky party with Karishma', where 10 lucky kids would get an opportunity to be part of a party hosted by the film actress.

"Our long-term aim is to reach out to all the one billion Indians. In the short term, the company plans to achieve 40-50 per cent penetration," he affirmed.

Making further in-roads into the market, the company is planning to launch soft drinks in regional flavours such as kokum. "We are in the process of identifying such flavours. We are likely to come up with at least a couple of regional flavours in seven to eight months," he added.

For the current fiscal,Rasna hoped to achieve a turnover of Rs 280 crore. "We would like to achieve sales of three billion glasses as against the present two billion glasses," he said.

The company, which claims to have a market share of 93 per cent in the SDC segment, sells its products in 40 countries. Of the Rs 50-crore exports, the Gulf contributed 60-65 per cent.

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